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Advertising Creative/Copywriter/Director

Advertising Creative/Copywriter/Director

Do you want to become a Advertising Creative/Copywriter/Director? Here is some information to help point you in the right direction:

Job Description - Print Page

An advertising creative copywriter produces the words that help to convey the advert’s message. The work involves:

  • understanding the client’s core message and target audience
  • brainstorming ideas with other members of the creative team
  • writing scripts, slogans, jingles and other advertising copy
  • coming up with fresh, creative ideas and working to strict deadlines.

Creative directors oversee the work of teams of copywriters and art directors. They monitor progress, discuss ideas and suggest changes.

Copywriters and creative directors usually work during the daytime, Monday to Friday, but additional hours are often required. The work is office based but may also involve visiting clients or attending photo sessions and recordings.

Salaries range from £17,000, up to £250,000 a year in a large London agency.

An advertising copywriter should:

  • have excellent creative writing skills, spelling, grammar and punctuation
  • understand the sort of messages that persuade people to buy
  • be able to produce exciting, original ideas
  • be good at teamwork
  • be able to work under pressure
  • be interested in popular culture, trends and styles.

Entry is highly competitive. Most agencies are in London, but there are also jobs in large cities like Birmingham, Bristol, Edinburgh, Glasgow, Leeds, Manchester and Newcastle.

There are no set qualifications to become a copywriter but many employers look for graduates. Qualifications aimed specifically at people wishing to work in advertising include HNCs/HNDs, Foundation degrees and degrees. Other useful degree subjects include English and journalism, but employers may accept talented writers from any academic background.

Candidates who are in their late 20s or older may have difficulty in finding a first job, although previous experience as a journalist could be an advantage.

Training for new copywriters tends to be on the job. There may be the chance to attend relevant short courses offered by a number of organisations.

Junior copywriters may be promoted to senior copywriter, then progress to creative director. In small advertising agencies it may be necessary to move to a different employer and location to gain promotion. There may be opportunities to work overseas in countries like Australia and the USA or to set up an advertising agency.

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